Medienokonomie: Band 2: Horfunk Und Fernsehen by Jürgen Heinrich

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Medienokonomie: Band 2: Horfunk Und Fernsehen

Medienokonomie: Band 2: Horfunk Und Fernsehen Jürgen Heinrich

Published June 11th 2010

ISBN : 9783531327136


647 pages

Medienokonomie Band 2 behandelt in Fortsetzung der Medienokonomie Band I die audiovisuellen Massenmedien Radio und Fernsehen sowie, als okonomische Klam mer fur das gesamte System der Massenmedien, die Werbung und den Werbemarkt. In den ersten drei Kapiteln werden die Rahmenbedingungen der Rundfunkp- duktion geklart: der okonomische Analyseansatz in Kapitel I, die technischen Bestimmungsfaktoren in Kapitel 2 und die rechtlichen Rahmenbedingungen in Kapitel 3. Anschliessend werden die grundlegenden Ebenen der Wertschopfungskette Rund funk behandelt: die Programmveranstaltung in Kapitel 4, die Programm-Input-Produktion in Kapitel 5 und der Vertrieb von Rundfunkprogrammen in Kapitel 6. In Kapitel 7 und 8 werden die zentralen volkswirtschaftlichen Problembereiche der Rundfunkproduktion, namlich die Konzentration und die Wahl der Finanzierungs formen analysiert; anschliessend werden in Kapitel 9 und 10 die zentralen betriebs wirtschaftlichen Funktionsbereiche Marketing und Management fur Rundfunkunter nehmen beschrieben. Eine spezielle Analyse von jeweils eher makrookonomischen und eher mikrookonomischen Problem- bzw. Funktionsbereichen des Horfunks (Kapitel 11 und 12) und des Fernsehens (Kapitel 13 und 14) schliesst sich an. In Kapitel 15 wird die Bedeutung der Werbung fur die Massenmedien vorgestellt, um noch einmal die grundlegende Doppelfunktion der Massenmedien als Trager von publizistischer und werblicher Information zu verdeutlichen. Weil die Okonomie sich bemuht, handlungsorientiert zu sein, wird im abschliessenden Kapitel 16 der Beitrag der Medienokonomie zur Fundierung einer angemessenen und konsistenten Medienpolitik herausgearbeitet. Hier ist schliesslich der Raum, zu skizzieren, was der Beitrag der "Medienokonomie" zur Analyse des Mediensystems sein kann und was ihr wissenschaftlicher Ort ist."

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